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How to Nurture Leads

with Online Events

2

@davepitta

HOST

David PittaDemand Generation Manager

& Evangelist

PRODUCER

Kathryn KilnerProducer@kkilner

Online Events Academy#OEAevent

PROGRAM

BrightTALK™

ONLINE EVENTS ACADEMY

@brighttalk

Upcoming

October The Five Pillars of Online

Event Lead Scoring

3

Agenda

WHO targeted audience profile

WHAT event nurturing tracks

WHEN messaging track sequence

WHERE landing pages and web behavior

HOW event campaigns

4

Agenda

WHO targeted audience profile

WHAT event nurturing tracks

WHEN messaging track sequence

WHERE landing pages and web behavior

HOW event campaigns

5

Why lead nurturing

"[Tailoring messaging to each phase] is the difference between

success and failure-- strong companies find the time and

resources to do the initiatives that make them more effective…"

Top reasons lead nurturing is critical for success

Source: Aberdeen, Lead Nurturing: The Secret to Successful Lead Generation

http://www.aberdeen.com/Aberdeen-Library/5378/RA-successful-lead-generation.aspx

6

Why lead nurturing

"[Tailoring messaging to each phase] is the difference between

success and failure-- strong companies find the time and

resources to do the initiatives that make them more effective…"

"Weak companies will continue to look for excuses for why they

can't nurture leads and eventually, they will choke on the dust of

their competitors.“

Top reasons lead nurturing is critical for success

Source: Aberdeen, Lead Nurturing: The Secret to Successful Lead Generation

http://www.aberdeen.com/Aberdeen-Library/5378/RA-successful-lead-generation.aspx

7

Why lead nurturing

"[Tailoring messaging to each phase] is the difference between

success and failure-- strong companies find the time and

resources to do the initiatives that make them more effective…"

"Weak companies will continue to look for excuses for why they

can't nurture leads and eventually, they will choke on the dust of

their competitors.“

“[N]urtured leads in Best-in-Class organizations delivered 47%

higher average order values than non-nurtured leads.”

Top reasons lead nurturing is critical for success

Source: Aberdeen, Lead Nurturing: The Secret to Successful Lead Generation

http://www.aberdeen.com/Aberdeen-Library/5378/RA-successful-lead-generation.aspx

8

Essentials for event nurturing

Important needs for online event nurturing

One-time registration increases conversion rates and lowers

barriers across the nurturing process

9

Essentials for event nurturing

Important needs for online event nurturing

One-time registration increases conversion rates and lowers

barriers across the nurturing process

Hosting events on your branded website increases

awareness, web activity and promotion of high-value content

10

Essentials for event nurturing

Important needs for online event nurturing

One-time registration increases conversion rates and lowers

barriers across the nurturing process

Hosting events on your branded website increases

awareness, web activity and promotion of high-value content

On-demand assets power automated lead nurturing

11

Essentials for event nurturing

Important needs for online event nurturing

One-time registration increases conversion rates and lowers

barriers across the nurturing process

Hosting events on your branded website increases

awareness, web activity and promotion of high-value content

On-demand assets power automated lead nurturing

Manage content & audience channels to control the user

experience and asset packaging

12

Audience segmentation

Buyer type

Job title

Level/seniority

Develop a targeted audience profile

13

Audience segmentation

Buyer type

Job title

Level/seniority

Size

Employees

Revenue

Develop a targeted audience profile

14

Audience segmentation

Buyer type

Job title

Level/seniority

Size

Employees

Revenue

Industries

Develop a targeted audience profile

15

Audience segmentation

Buyer type

Job title

Level/seniority

Size

Employees

Revenue

Industries

Geography

Region

State

Country

Develop a targeted audience profile

16

Audience segmentation

Buyer type

Job title

Level/seniority

Size

Employees

Revenue

Industries

Geography

Region

State

Country

Community

B2B / B2C

Social profile

Custom…

Develop a targeted audience profile

17

Content segmentation

Segment content by stage of buying cycle

Early Mid LateEarly Mid Late

18

Content segmentation

Segment content by stage of buying cycle

Early Mid LateEarly Mid Late

19

Content segmentation

Connect content to create nurturing tracks

Early Mid LateEarly Mid Late

20

Nurture messaging sequence

Develop messaging for each nurturing track

21

Nurture messaging sequence

Develop nurture track messaging

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email

invitation

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consectetur adipiscing elit.

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turpis, vel ultrices velit. Class

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Donec varius

asset

transition

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nisi vestibulum sollicitudin eu

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turpis, vel ultrices velit. Class

aptent taciti sociosqu ad litora

torquent per conubia nostra,

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Donec varius

sales

call-to-action

T I M I N G T I M I N G

22

Event landing pages

Develop landing pages that influence behavior

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vestibulum velit sit amet

iaculis. Quisque sed nulla eget

nisi vestibulum sollicitudin eu

ac dui.

Nulla facilisi. Nunc eget quam

turpis, vel ultrices velit. Class

aptent taciti sociosqu ad litora

torquent per conubia nostra,

per inceptos himenaeos.

Donec varius

email

invitation

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consectetur adipiscing elit.

Pellentesque mollis

vestibulum velit sit amet

iaculis. Quisque sed nulla eget

nisi vestibulum sollicitudin eu

ac dui.

Nulla facilisi. Nunc eget quam

turpis, vel ultrices velit. Class

aptent taciti sociosqu ad litora

torquent per conubia nostra,

per inceptos himenaeos.

Donec varius

asset

transition

23

Event landing pages

Keyword-rich

Event player available for

live & on-demand viewing

Keyword-

rich

Develop landing pages that influence behavior

24

Event landing pages

Branding

Site navigation

Call-to-action buttons

Social profiles

Develop landing pages that influence behavior

Background

Analytics and tracking

Keyword-rich

Event player available for

live & on-demand viewing

Keyword-

rich

25

Event campaign execution

Direct promotional efforts to nurture entry points

26

Event campaign execution

Direct promotional efforts to nurture entry points

S C O R I N GT I M I N G

27

Nurturing leads with online events

Execution is everything

S C O R I N GT I M I N G

28

Questions